The Insurance Bureau of Canada (IBC) is helping Canadians protect themselves and their possessions with its national consumer education campaign.
The web-based campaign is based on the findings of a survey, commissioned by IBC and conducted by Pollara, which shed light on consumer knowledge about insurance, said Nancy Martin, manager of consumer relations.
The poll revealed that many Canadians don’t appreciate just how much they have to lose when it comes to their possessions, with 95% of respondents saying it is important to create a personal possession inventory for insurance purposes, but only 35% have actually done so.
Based on this finding, IBC is offering free, downloadable home-inventory software for tenants and homeowners, called “Know Your Stuff,” available at IBC.ca. Users can upload photographs and scan sales receipts to develop a full costing of the possessions they have. Martin recommends that users burn the file and keep in a safe place like a safety deposit box.
The site also hosts an “X & O” interactive quiz that tests the visitor’s insurance knowledge. Survey findings, TV spots and radio ads can also be found online.
The theme of the campaign, created by The Gabor Group in Toronto, is “If you want to know, here’s where to go: IBC.ca.”
Three 30-second radio ads and three 15-second TV spotswith two more in productionsupport the message and drive consumers to the website. All of the ads feature survey results.
“We want to increase the number of Canadians that really have a handle on their stuffthat they understand how much insurance they need,” said Martin.
IBC is the national industry association representing Canada’s private home, car and business insurers. The campaign launched last month and will run until November. Sound Source handled the radio buy, while VMC Advertising executed the television buy.